Agents are often calling me to inquire about my business and seeking a major marketing breakthrough. When I ask them about their marketing strategies, and how they can help, they respond, “I’m still not sure.” I want to see what is really working for others.
Here’s the news: There is no next big thing. Although I’m not trying to be negative, the reality is that marketing results can rarely be achieved by one hot activity. Marketing is not about one-hit wonders. Marketing is about communicating consistently with the right audience, with the right message, until they are ready to purchase.
Because people are unique and shop, research and buy insurance in many different ways, effective marketing requires multiple mediums. Because some buyers don’t know how to use the Internet, you’ll need printed materials. A smart online presence is essential as 80 percent of potential buyers for insurance go online to do their research before purchasing. Third party exposure is important, such as testimonials, case studies and articles. Some people don’t trust marketing. They prefer to get information from more neutral sources.
Although there aren’t any one thing that will transform your growth, you can do many small things simultaneously to achieve big results.
Here’s a quick checklist that will help you get started.
ONLINE
Are you able to update your Web copy within the past year? – Does the writing seem lively? Is it a reflection of your company’s personality?
– Are your online properties being used effectively? Do you place the most engaging content “above” the fold and your most important calls-to-action in the top quadrant?
– Are you able to continuously update your online content (like an RSS feed, blog or website) in order to get the best search engine results?
Google AdWords – How do you drive traffic to your website?
– Does your website include a clear call to action telling users what they should do next?
– Is your site motivating readers to take the next step with compelling offers?
Is your website equipped with a simple, quick-to-complete lead-form?
– Do you use an e-newsletter in order to reach prospects and attract new customers?
– Are you publishing articles using online sources (such Ezine Articles), to show your expertise and drive more visitors to your site?
Are your newsletters, brochures, and other sales tools current?
Are they consistent in their messages and appearance with your Web site?
– Is your unique value proposition obvious? Is the reader able to understand what it means for her?
Is your printed material about you or your clients? Take a look at the first page. Count how many times “you”, “your” or “yours” are mentioned or implied. Now count the number of times your company name, or “we”, is mentioned or implied. If you are talking about clients, the number “you/you’re”, should be greater or equal to the number “we/company”.
Ensure that your printed materials contain clear calls to action so interested prospects can respond in multiple ways.
– Are your printed materials accompanied by compelling offers that motivate readers to take the next steps?
– Does your printed material include a business response card? You’re not asking for the sale if they don’t.
– Are your printed materials driving prospects to your website for more information?
THIRD PARTY VEHICLES
– Are your articles published in magazines that are read by your clients, such as local business magazines or trade journals? This is free advertising and it’s far more effective than any advertisement because it’s seen as highly credible.
Have you created client success stories (case studies), to enhance your offering? Everyone loves stories. They want to learn what works for other businesses. These case studies are a great way to get the job done.
– Do you have customer testimonials that can be used to boost the credibility of your online and print tools?
